The state of Uttar Pradesh and how it’s been feeding Facebook ad revenues

• Koo spent over ₹1.5 crore across 285 ads on Facebook and Instagram between February 15 and May 15.
• Bharatiya Janata Party (BJP) Uttar Pradesh (UP) was the second highest spender on Facebook ads in the last three months.
• Uttar Pradesh continues to be the biggest source of ad revenue for Facebook, the data shared by Ad Library shows.

Homegrown microblogging app Koo has been spending more than the Uttar Pradesh (UP) division of ruling party Bharatiya Janata Party (BJP) on Facebook advertisements in the last three months.

A quick study of the Facebook Ads Library revealed that Koo spent over ₹1.5 crore across 285 ads on Facebook and Instagram between February 15 and May 15. It was followed by BJP UP, which spent ₹1.4 crore across 1,301 ads in the same time frame.

But it is to be noted here that while Koo spent the amount on a national campaign, UP BJP spent almost the same amount on a single Indian state.

Uttar Pradesh is the biggest source of ad revenue for Facebook

BJP UP is the highest spender on Facebook ads in the state. UP went for its assembly elections between February 10 and March 7 leading to BJP’s aggressive spends in the closely contested election.

According to a previous report by Business Insider, BJP had spent over ₹3 crore on Facebook ads in UP between January 21 to February 19. This was nearly half of the total ₹7.5 crore — the highest among all states — spent on Facebook and Instagram ads in the Uttar Pradesh regions in the same time frame.

Uttar Pradesh continues to be the biggest source of ad revenue for Facebook, the data shared by Ad Library shows. It is followed by the Punjab region, which accounted to only a third of the amount spent on ads in Uttar Pradesh.

State	Amount spent on Facebook ads between Feb 15-May 15	Top advertiser
Uttar Pradesh	₹6.6 crore	Bharatiya Janata Party (BJP) UP
Punjab region	₹2.2 crore	Aam Aadmi Party (AAP) Punjab
Maharashtra	₹1.3 crore	Miracles Academy of Arts & Media
Gujarat	₹0.65 crore	Koo
Karnataka	₹0.65 crore	Koo
Madhya Pradesh	₹0.63 crore	Koo
Delhi	₹0.62 crore	Samajwadi Party
Rajasthan	₹0.62 crore	Koo

Source: Facebook Ads Library

While BJP UP focused solely on Uttar Pradesh, Koo has been running nationwide advertising campaigns for quite some time. Koo — the Indian rival of Twitter — has been among the top three advertisers in the top eight states, according to Facebook Ads Library.

Apart from Koo and BJP UP, Hindu Publicvibe and Samajwadi Party were the third and the fourth biggest spender of Facebook ads nationally. However, most of these ads were targeted towards people living in Uttar Pradesh.

Overall, ₹189 crore has been spent on Facebook and Instagram ads since February 2019, when Facebook started publishing its ads library data publicly.

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